etsy on-side trading

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ETSY PROPOSAL OnSite Trading Feature Peter Brown – Advanced Web Design

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Page 1: Etsy On-Side Trading

ETSY  PROPOSAL  On-­Site  Trading  Feature  

Peter  Brown  –  Advanced  Web  Design  

Page 2: Etsy On-Side Trading

PROBLEMS  With  Current  Design  

Peter  Brown  –  Advanced  Web  Design  

•   Many  shop  owners  are  also  buyers.  

•   Etsy  fosters  a  community  while  at  the  same  time  promoting  a  competitive  sales  environment.  

•   There  are  multiple  types  of  users,  each  having  different  needs  and  expectations  based  on  their  interests  and  personalities    

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Page 3: Etsy On-Side Trading

PROBLEMS  With  Current  Design  

Peter  Brown  –  Advanced  Web  Design  

•   Users  have  expressed  interest  in  added  functionality  and  communication  between  one-­another.    

•   Sellers/members  are  forming  off-­site  services  to  facilitate  needs  

•   Store  and  proKile  content  is  separated.    

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IMPETUS  For  Proposal  

Peter  Brown  –  Advanced  Web  Design  

How  can  shop  owners  increase  their  online  experience  with  Etsy?  

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•   Currently,  shops  are  limited  to  selling  and  displaying  some  text  and  links.  •   The  browsing  experience  is  tailored  towards  shopping,  not  networking  •   Think  of  ways  to  expand  the  role  of  the  shop  owner  into  a  source  of  information  and  respect  

Page 5: Etsy On-Side Trading

IMPETUS  For  Proposal  

Peter  Brown  –  Advanced  Web  Design  

How  can  the  site  blend  the  role  of  producer  and  consumer?  

2  

•   Etsy  should  Kind  ways  to  cater  to  those  who  both  buy  and  sell  •   Explore  different  types  of  users’  experiences  on  the  site  •   Build  a  stronger  on-­site  community  

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PROPOSAL  

Peter  Brown  –  Advanced  Web  Design  

Develop  a  new  item  trading  feature  that  builds  on  the  existing  community’s  voice  &  needs.  

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Find  a  way  to  Lit  this  feature  into  Etsy’s  existing  business  model.  

Page 7: Etsy On-Side Trading

PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

Swaptree  

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•   Trade  music,  books,  DVDs,  games  etc.  •   Post  items  you  own  •   Search  by  items  wanted  or  items  owned  •   Database  makes  connections  for  the  user  •   Great  business  model      

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PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

Craigslist  

2  

•   Informal  layout  and  interaction  •   Varied  listings  •   Anonymous  listings  and  contact  •   Promotes  exploration  by  large  feed  •   Familiar  interface  for  Craigslist  users  •   Facilitates  needs  quickly    

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PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

The  Freesound  

3  

•   Community-­based  music  service  •   Upload  audio  samples  •   Creative  commons  –  promotes  sharing  •   Producers  and  consumers  are  blended  •   Shared  content  

Project  

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PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

EtsyTraders  

4  

•   Created  by  Etsy  Community  •   Database  of  users  willing  to  trade  •   Listings  and  discussion  on  barter  and  trade  •   Items  on  shops  have  ‘tradable’  in  title    

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PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

Caretotrade  

5  

•   Trade  and  barter  features  •   Focus  on  housing  market  •   Clean  interface/functionality  •   Limited  depth  as  standalone  service    

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PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

TradeAway  

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•   Post  and  request  items/services  •   Informal  methods  of  interaction  •   Promotes  browsing  and  exploration  

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PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

Etsy  

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•   Trading  blog  for  Etsy  users  •   Showing  shops  that  are  willing  to  trade  •   Highlighting  new  items  for  trade/swap  •   Developed  by  existing  Etsy  members  

Trade-­‐A-­‐Holics  

Page 14: Etsy On-Side Trading

PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

Wikipedia  

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•   Community-­produced  content  •   Producers  are  also  consumers  •   Informal  watchdog  groups      

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PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

AtOncer  

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•   Site  functionality  divided  by  task  (buy,  sell  trade)  •   Users  must  be  members  to  see  trading  section  

•   Trading  isn’t  a  main  focus  to  the  site’s  identity  but  is  a  welcomed  addition  

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PRECEDENTS  Sites  that  Assess  Similar  Problems  

Peter  Brown  –  Advanced  Web  Design  

Last.fm  

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•   Community-­based  music  service  •   Track  songs  played  from  computer  •   Use  community’s  listening  history  to  make  connections  and  relationships  to  new  music  •   User-­generated  artist  information  and  showtimes    

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COMMUNITY  Response  to  Problem  

Peter  Brown  –  Advanced  Web  Design  

•   Off-­site  blogs  and  community  sites  such  as  EtsyTraders  and  the  Trade-­A-­Holics  

•   Members  trading  via  private  messaging  and  other  websites  

•   Forums  and  Discussion  Boards  (Debates/tips  on  subject)  

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COMMUNITY  Response  to  Problem  

Peter  Brown  –  Advanced  Web  Design  

•   Using  seller’s  feedback  to  assess  trust  and  security    

•   Using  shop  bio  to  advertise  openness  to  trading  

•   Issues  with  bartering  versus  Kixed-­price  trading  

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COMMUNITY  Response  to  Problem  

Peter  Brown  –  Advanced  Web  Design  

3  

The  community  has  voiced  that  adding  a  trading  feature  to  the  site  would  be  a  welcome  enhancement.  Many  users  already  trade  informally.  

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COMMUNITY  Response  to  Problem  

Peter  Brown  –  Advanced  Web  Design  

4  

However,  they  have  complained  that  the  inherent  problems  to  trading  are  not  wanting  what  the  other  seller  is  offering,  lack  of  trust  and  not  making  a  ‘sale.’      

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PERSONAS  Designing  for  Needs  

Peter  Brown  –  Advanced  Web  Design  

•   Catering  to  different  types  of  people  

•   Recognizing  a  need  within  the  community  

• Trading  will  go  on  regardless  if  feature  is  implemented.  

•   There  are  sellers  looking  to  interact  with  other  shops  on  a  deeper  level.  

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PERSONAS  Designing  for  Needs  

Peter  Brown  –  Advanced  Web  Design  

•   Those  who  are  willing  to  trade  items  are  also  willing  to  connect  with  the  community  past  a  quick  transaction  

•   Shop  owner  who  is  an  active  buyer  on  the  site.  Wants  to  use  their  own  goods  as  ‘currency.’  

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TRADING  On-­site  versus  Off-­site  

Peter  Brown  –  Advanced  Web  Design  

•   Protection  through  Paypal,  etc.  •   Price  is  locked-­in  •   Increase  feedback  score  •   Strengthen  community  •   Etsy  retains  hosting  fee  •   Potential  for  more  normal  sales  

2  

On  Etsy   Off  Etsy  •   Anonymity  •   Lack  of  purchase  protection  •   No  standardization  •   Etsy  is  not  involved  •   External  sites/services  •   User  loyalty  suffers  

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BENEFITS  Of  Trading  

Peter  Brown  –  Advanced  Web  Design  

•   Self-­Promotion  •   Cross-­user  marketing  •   Richer  community  •   Using  items/goods  as  currency  •   Deeper  investment  with  site  and  services  •   Support  for  fellow  shops/users  

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DOWNSIDES  Of  Trading  

Peter  Brown  –  Advanced  Web  Design  

•   Issues  of  trust  •   Items  traded  away  from  potential  buyers  •   Divisions  between  selling  community  and  passive  shoppers  •   Economic  Sustainability  for  shop  owners  

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SOLUTIONS  Strategies  &  Initial  Ideas  

Peter  Brown  –  Advanced  Web  Design  

1  

Optional  trading  feature  for  users  who  are  interested  •   Won’t  force  the  user  to  implement  the  feature  if  it  doesn’t  Kit  their  intentions  •   Similar  to  adding  a  shop  as  a  Kirst  time  user;  won’t  affect  main  experience  •   Added  functionality  on  sellers’  proKiles  

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SOLUTIONS  Strategies  &  Initial  Ideas  

Peter  Brown  –  Advanced  Web  Design  

2  

Gain  store  credit  instead  of  making  a  typical  trade.    •   If  a  user  uses  the  trade  feature  and  buys  an  item  from  your  shop,  you  are  credited  the  same  amount  of  money  to  use  at  their  shop.  •   Moves  away  from  the  conventional  idea  of  trading    •   Etsy  still  makes  a  cut  from  the  items  being  hosted  

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SOLUTIONS  Strategies  &  Initial  Ideas  

Peter  Brown  –  Advanced  Web  Design  

3  

Integrated  traders’  blog/page  •   Keep  users  on  Etsy  by  adding  a  resource  of  all  shop  owners  who  are  interested  in  making  trades  with  other  users  •   On-­site  resource  as  a  response  to  trading  blogs  such  as  EtsyTraders  •   Allow  users  to  still  trade  informally,  but  facilitate  the  interaction  on  Etsy    

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SOLUTIONS  Strategies  &  Initial  Ideas  

Peter  Brown  –  Advanced  Web  Design  

4  

Improve  seller  proLiles.  •   Add  customization  options  to  deepen  shop  owners  level  of  investment.  •   Streamline  item  listing  process  as  well  as  having  to  re-­list  items.  •   Implement  a  user  feed  of  recently  purchased  items  and  favorites    

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CONCLUSIONS  Where  does  Etsy  come  in?  

Peter  Brown  –  Advanced  Web  Design  

1  

Feature  has  to  be  4inancially  lucrative  for  Etsy.  •   Ensure  that  only  items  that  have  already  been  listed  are  eligible  for  trade  and  swap.  •   The  feature  has  to  make  sense  within  the  site.  Adding  it  without  considering  the  context  in  which  it  ‘lives’  will  make  it  lose  all  relevancy  with  the  community.  •   Develop  ways  for  the  act  of  trading  to  compensate  the  website  in  a  similar  way  to  the  fees  for  posting  items.        

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CONCLUSIONS  Where  does  Etsy  come  in?  

Peter  Brown  –  Advanced  Web  Design  

2  

If  items  are  going  to  be  traded  regardless,  the  feature  should  be  realized.  •   The  community  has  made  it  clear  that  trading  is  a  necessary  aspect  to  homemade  good  creation  and  sale.  •   Find  a  balance  between  catering  to  the  needs  of  the  community  while  retaining  a  solid  identity  and  model  for  sales.    

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CONCLUSIONS  Where  does  Etsy  come  in?  

Peter  Brown  –  Advanced  Web  Design  

2  

A  trading  feature  has  the  potential  to  lead  more  passive  buyers  to  become  shop  owners  themselves.  •   Giving  a  select  users  a  special  type  of  functionality  builds  an  incentive  to  sell    •   Shoppers  may  become  sellers  to  be  able  to  deepen  there  experience  on  the  site  •   Inevitably,  this  phenomenon  could  help  Etsy  gain  more  items  being  listed  sales  being  made  over  time.